Developing an Annual Marketing Plan for the New Year

Post navigation

Make your business New Year resolution to start the year with an integrated marketing plan that clearly outlines your business objectives and the marketing strategies and tactics you plan to use to achieve them

An annual marketing plan helps keep businesses on track with goals and objectives for the year and ensures that marketing opportunities and budgets are maximized. Developing a marketing plan that you revisit every year is the key to success year after year.

A solid annual marketing plan should be structured with a disciplined approach to reaching your business goals and objectives, yet flexible enough to adapt to changing market conditions and business opportunities throughout the year.

Before you begin the annual planning process for the coming year’s marketing efforts, you’ll want to take a close look at how you performed over the current year. Even if you did not have a structured marketing plan in place previously, you should be able to review past marketing activities and results.

Here are some questions to ask when evaluating the performance of a previous annual marketing plan or year’s activities:

Did you achieve desired results from your marketing efforts (such as improved brand recognition, X number of leads generated or sales/revenue figures)?

Which specific marketing activities were effective?

Which specific marketing activities were not effective?

Should you reallocate resources to better performing targets, markets or marketing tactics?

Has your target market, audience or geographic area changed over the year?

Were you able to stay within a marketing budget at the end of the year?

What areas of your marketing budget do you need to cut costs in for the coming year?

What areas of your marketing budget do you want to invest more in for the coming year?

The answers to questions about your previous year’s marketing plan will play a big part in building an annual marketing plan for the coming year. Each year adjustments should be made to your marketing planning efforts that incorporate learning from the past – what works or what doesn’t work.

Develop Essential Components of an Annual Marketing Plan

A marketing plan is a written document that contains a business’ marketing strategies and tactics. The first step in developing an annual marketing plan is getting organized. Make a list of all the marketing components or categories that are important for your business.

(NOTE: See our Marketing Plan Templates below for free or low-cost planning tools to help you with the planning process)

Of course the actual components for your business may vary depending on your business, industry and marketing budget. The important thing is to identify all the potential components in your annual marketing plan so you can decide how you plan to address those components for your business. Even if you do not plan to allocate budget for a category – like social media – it should be included if you have any marketing efforts planned for the category so strategies and tactics can be outlined in an integrated planning approach.

Define Marketing Plan Strategies, Tactics and Budget

Once marketing components are outlined for the business, all potential strategies and tactics should be defined per category or component.

Here is an example of defining strategies and tactics for the “advertising” category:

Each tactic will also need to have an allocated budget, if applicable. The marketing plan should include fields to capture your allocated budget, actual spend and budget variance so that you can track throughout the year and make any adjustments needed. For example, if you are tracking under budget in one category you can shift funds to another category where you may be tracking over budget.

Flexibility to adapt an annual marketing plan throughout the year is important to adapt to a changing business environment and be “opportunistic” in marketing efforts. Be sure to take advantage of tracking mechanisms for marketing efforts whenever possible – such as unique 800 numbers or website analytic reports – so that you can make adjustments to maximize performance of campaigns (or dump marketing efforts that are not producing desired results). Goals should also be set for all areas of a marketing plan so that you can measure the performance of marketing tactics against business objectives.

Marketing Plan Templates from SBMarketingTools.com

Marketing Plan Templates and Resources
These free marketing plan templates and resources will help guide you through the process with simple and easy to follow formats for building a strategy, simple tactic worksheet and annual calendar.

Marketing Goals and Strategies Worksheet
This easy-to-follow template developed by SBMarketingTools.com will help you define and capture marketing goals, strategies and tactics for an annual marketing plan by simply filling in the blanks.

Marketing Plan Template Builder
This popular marketing plan builder lets you select marketing categories important to your own business to build a customized template for marketing plans.

Templates and resources developed by SBMarketingTools.com are created and/or reviewed by the editor of SBMarketingTools.com and are based on over 20 years of corporate marketing and small business marketing consultanting experience.

With over 20 years of integrated marketing experience, Diane is author of the award-winning book PR Tools to Toot Your Own Horn. Diane also serves as the marketing director for SureShade, a growing small business that has become the new standard for shade on boats, and runs Marine Marketing Tools, a site that bridges her passion for boating and small business marketing.

MARKETING PLAN TOOLS

6 Pieces of Compelling Marketing Advice that Many Entrepreneurs IgnoreMust-do marketing advice new businesses need to pay attention to for their startup business to get off to a good start and be a success....Read More

JOIN US

Small Business Marketing Tools is a collaborative site to share marketing best practices & strategies and introduce low-cost marketing tools & resources for small businesses. We'll help you create a business, build on it and encourage it to grow. LEARN MORE